He was right: the medium is the message; Alvin Toffler wrote Future Shock more than 30 years ago: the messages haven't changed but the mediums have.
Target-appropriate media are more and more important. This Sunday's NYTimes featured "The Birds and the Bees" text line, launched in North Carolina on February 1. The Adolescent Pregnancy Prevention Campaign directed its MySpace ads and fliers at North Carolinians ages 14 - 19 --- "sex ed on their turf" --
The article's subhead says "health officials use teenagers' favorite technologies to fight disease and unwanted pregnancies."
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